ASA bans ‘misleading’ L’Oreal Advert featuring Rachel Weisz

The Advertising Standards Authority (ASA) today ruled the advert for L’Oréal Paris’ Revitalift Repair 10 breached industry codes. The regulator said material provided by L’Oréal Paris had been altered to change Rachel Weisz’ complexion substantially, making it appear smoother and more even and therefore “misleadingly exaggerated” what the product can achieve for consumers.

Jo Swinson said:

“The beauty and advertising industries need to stop ripping off consumers with dishonest images. The banning of this advert, along with the previous ASA rulings banning heavily retouched ads featuring Twiggy, Julia Roberts and Christy Turlington, should act as a wake-up call. Thankfully the advertising regulator has again acknowledged the fraudulent nature of excessive retouching.”

“The Royal College of Psychiatrists has spoken out about the harmful influence of the media on body image, and have highlighted airbrushing and digital enhancement used to portray physical perfection as an area of concern.”

“There needs to be much more diversity in advertising – different skin colours, body shapes, sizes and ages. Studies show that people want to see more authenticity from brands. Images can be aspirational without being faked.”

“There are companies who don’t shy away from realism and take steps to actively promote body confidence. I’m delighted that the Campaign for Body Confidence will be celebrating best practice through the first Body Confidence Awards, which will be sponsored by bareMinerals. bareMinerals’ new advertising campaign ‘Be A Force Of Beauty’ doesn’t only shun retouching, but celebrates women’s ambition and achievement, showing that beauty is about much more than just looks”

“The Campaign for Body Confidence challenges the narrow “ideal” of beauty perpetuated by the media and other industries. Tonight the All Party Parliamentary Group on Body Image is hosting a screening of the documentary Miss Representation which explores the impact on society of such an intense focus on women’s appearance, instead of their achievements. The film shows how media misrepresentation and underrepresentation of women results in a leadership gap and the silencing of difference.”